Projecting Selves : Personal Brand Management

This is a preliminary discussion of some results from a pilot study of a group of CV writers. The study draws on cultural and consumption theory to elicit some provisional understanding of the threads of idealised and actual personal images and stories woven into the CVs. The latter are linked to individuals' construals of corporate image and cultural fit requirements. Such tentative notes are presented as provocations to a debate on the processes of negotiation and reconstruction of what Tom Peters has called ‘brand you' (Peters, 1997)